Empirical Study On The Relationship Between Corprate Social Responsibility And Brand Competitiveness

With the development of economy, Corporate Social Responsibility has been aconcerned issue of administration,industry and customer. Corporate Social Responsibility(CSR) is becoming a global expectation, which requires enterprises’ responses must be instrategy perspective.Now social problems such as food security, producing process and circumstancesprotection led to by economy returning make Chinese consumers take Corporate SocialResponsibility more important. Enterprises taking on enterprises initiatively can cultivateCustomer Loyalty, make a good corporate image, form higher brand reputation, improveBrand Competitiveness and finally become Path dependence brand construction.Many theoretical and empirical studies on CSR to Core Competitiveness was insocial or enterprises perspective, which are lack of persuasiveness. So, study on CSR incustomer perspective has a big significance. The study on the relationship between CSRand Brand Competitiveness is few in and abroad.Affect of CSR on Brand Competitiveness in customer perspective has theoreticaland practical significance to enterprises to take on CSR initiatively. In theoreticallyspeaking, to transfer the study perspective not only can make contributions tocombination on Corporate Strategy and Marketing but also can find the inner factors ofaffect CSR on Brand Competitiveness, all of which can finally improve the study onCSR and Marketing. Taking on CSR, an enterprise can take it with economy together andachieve double-win. Theoretically, the relationship makes theory contribution of mix ofstrategy and marketing. Practically, it can make enterprises take on CSR actively, makemarketing tactics, improve corporate competitiveness through customers’ perception.The study cue is on the base of document research, review the literature, construct amodel and take a pilot study. Make empirical study on the base of large sample and checkout the model assumption and the hypothesis.The study has many methods such as literature analysis, depth interview,questionnaire, statistics, SEM, correlation analysis factor analysis and multiple regressionanalysis. Through statistical software such as SPSS16.0and LISREL8.70analyze the data to check out conceptual model and the hypothesis.The content of the dissertation have several aspects.The Introduction which state the motivation and aim of the study, states the study’scontribution to knowledge. And introduces the research methodology. Then reviews therelevant literatures and theoretical basis of the study. The content include CorporateSocial Responsibility, introduces Stakeholder Theory and Core Competitiveness whichare important theory of the paper. The model assumption and hypothesis of the followingsection of the study are based on the theoretical foundation in this paper.The core parts are theoretical model and hypothesis according to the literature andrelevant theory,which further discuses how Corporate Social Responsibility influenceBrand Competitiveness. The study proposes a set of hypotheses to be tested by thestudy.Then the content are questionnaire design and small sample research. This partform scales of Corporate Social Responsibility, Customer Loyalty and BrandCompetitiveness, on the base of which a small region the questionnaire research is holdand the reliability and validity.are tested. The final questionnaire is formed according tothe former research. After small sample research is large sample research and datacheckout. The main work are collect and test data, the chapter also provides thedescriptive statistics on sample and then check out the model and the hypothesis. Finallyit analyze the affect of Corporate Social Responsibility on Brand Competitiveness.Finally provides main conclusions of the study and recommendations for further research.This also provides the key implications of the study findings to government andmanagement practice. The chapter also addresses the limitations of the study andprovides recommendation for the further research.This study contributes to knowledge in several ways:(1) It uses Customer Loyalty as the Medium variable of Corporate SocialResponsibility and Brand Competitiveness, and release the relationship of them throughSEM.(2) Add Consumer’s Perspective to Corporate Social Responsibility, CustomerLoyalty and Brand Competitiveness, correct the existed scales.(3) The study result specifically pointed out the process, mechanism and affect pathof Corporate Social Responsibility on Brand Competitiveness through theoretical model and SEM. It has also deeply analyzed the relationship among the internal factorsinvolved in latent variables.